There exists a cultural impasse for your brand development strategy. Business leaders who have sweated and toiled, building brands and organizations for the last 20 to 30 years, are scratching their heads wondering how to market to those who grew up in the digital age.
In the past, a brand’s community was built around one’s school, religion, your neighborhood or the general arena of business. But social media has turned the tables on that era. Now the sense of and connection to a community today is much more complex and dynamic. Social media has left many corporations, nonprofits and even entire countries, in a state of shock on how rapidly and effectively people can connect and communicate ideas without their meddling or involvement.
This is a new conundrum for traditional branding and marketing models and mindsets. Loyalties are harder to build because social transparency has become painfully transparent.
Understanding how to connect with our audience’s “branding neurons” is about discovering a common topic that we can discuss and agree upon. This topic can be a person, a place, a sports team, a cause, a food item, or even God himself. Once we establish the topic of discussion, we now have to establish our guiding philosophy, beliefs or ideals that characterize that community.
These ideals and beliefs are represented by words, images, songs, activities, who we support within our network, what goals we are committed to, and many other items that help us identify what the brand is about. Moreover,these help us determine if we want to belong or at least participate with the brand as a consumer.
The Importance of Eunoia In Branding
Today, power branding is about creating what the ancient Greeks referred to as Eunoia.
Eunoia (you-no-ya) is defined as, “the goodwill a speaker cultivates between himself and his audience, a condition of receptivity.” The derivation of the word is also important to gain a full conceptual understanding of why I specifically use this uncommon word. (eúnoia, “goodwill”, literally “beautiful thinking”), from εὖ (eû, “well, good”) + νόος (nóos, “mind, spirit”).
Eunoia is built upon a genuine discussion, an authentic trajectory of message, that elicits empathy and action between both parties. Brand building can no longer be built on egotism, but has to now center on an important topic which both the company and audience can discuss, and thus build and maintain eunoia.
Another Big Enemy of Your Brand Development Strategy
When someone is new to branding or is not well versed in it, they will eventually gravitate towards a cliche. This is because they themselves have been inundated with them so often that the begin to believe, subconsciously, that this is what branding and marketing consists of. This is major hurdle for your brand development strategy.
But the most obvious problem with cliches is that everyone is saying the exact same thing. Moreover, your target audience is drowning them all out because everyone now sounds the same. Now let me ask you, does sounding the same align and assist a successful brand development strategy?
If your branding is to be unique, so must be every aspect of your brand development strategy, even just slightly. In other words, there has to be something distinctive about your brand for it to begin to have an element for notoriety and success. Even for the guy who is selling the same insurance plans as everyone else need to find some angle, some aspect of flair, a niche or some unique service point that is going to make his stand out.
Common Cliches in Within Branding
- Best in class
- World class service
- Cutting edge
- State of the art
- One stop shop
- Highest quality
- Lowest price
- Once in a lifetime
- Discover the difference
- We do it all
- Where we treat you like family
When you are going through all aspects of your brand development strategy, you should go through all aspects of your branding elements and develop how you are going to sound unique and stand out, even if it is how you dress, the colors you wear, to whom you direct your message to, or how you service people better than your competitors.